question_answer 19)

Discuss the role of 'Sales Promotion' as an element of promotion mix.

Answer:

Sales promotion includes those marketing activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness, such as display, shows and exhibitions, demonstrations and various non-current selling efforts not in the ordinary routine. The main objectives of sales promotion activities are (i) Creation of demand for the product. (ii) Educating the consumers about new products or new uses of the old product. (iii) Building the brand loyalty for the product among the consumers.